MailUp increases customer satisfaction and opens up new markets with CDNetworks

Logo Mailup

At a glance

Company: MailUp S.p.A

Founded: 2004

Headquarters: Cremona, Italy - Milan, Italy - San Francisco,  USA

Industry: Web marketing tools


CDN Services: Dynamic Web Acceleration

Key results

  • 50% reduction in delays experienced by customers through internet latency when accessing and using the platform
  • 50% drop in direct traffic load on the company’s servers
  • Option to deactivate some infrastructure components, reducing the number of web servers
  • Performance improvement for the user mail-out reporting application
  • More customers in previously unmonitored areas of high growth, such as Japan and Indonesia, thanks to improved user experience
  • Significant increase in infrastructure performance for customers across Europe
  • Faster access to static content through geo-localisation

MailUp is a technology company operating in Italy that has developed a digital cloud  computing platform (Software as a Service - SAAS) used by SMEs and large corporations to create, send and monitor newsletters, e-mails and SMS. With more than 25 billion messages sent every year, MailUp is the leader in the ESP sector, both for the number of e-mails sent and the number of customers.

The MailUp system is open and enhanced by a full library of free APIs to link to external databases, CRM, CMS, ecommerce systems, ERP, web analytics and business intelligence systems. Thanks to SMTP+ the customer has an outgoing SMTP server available to send large quantities of e-mails from a web application, ecommerce site or even their own mailbox. The data can be collected directly by MailUp or by other software applications; the result, a database which “talks to everyone”.

“More than 8,000 MailUp users send their e-mails every day, which are read on PCs and other devices all over the world”, said Michele Cappellini, MailUp’s IT Manager. “We were looking for a solution to improve our service to end users, reducing the slow-downs and interruptions that can occur during times of peak traffic, such as holidays”.

The challenge

The company’s development plan includes growth in non-English speaking markets. The internationalisation process does, however pose some problems: during the first phase of the push into Indonesia and Japan for example competitors proved very hard to get past and what they offered was much more user-friendly in terms of user experience and interface.

“Product internationalisation is a major aim in the company’s expansion policy, and that process can only be sustained if we offer a high level of service in every country we target”, continued Cappellini, stressing that “making MailUp usable in an optimal way regardless of the location of the customer  using the portal has become a priority aspect”.

The key points which must be tackled included:

  • Significant performance improvements for customers accessing the platform, both when preparing and sending e-mails and when downloading reports
  • Balanced distribution of the traffic load, currently handled by the “on premises” infrastructure alone
  • Superior performance over rival infrastructures, both in Japan and Indonesia and in non-English speaking markets, to facilitate and drive forward market penetration.
The solution

The situation led Michele Cappellini and his team to consider the use of the Content Delivery Network (CDN). They embarked on a scouting mission to find a CDN operator able to offer the best solution in terms of reliability, security and speed to meet the company’s requirements.

There are not many players in this market at the world level, and the team’s evaluation steered Cappellini towards choosing CDNetworks and its Dynamic Web Acceleration solution. “The factors behind our choice were the high level of competency,  service quality and speed of implementation,” Cappellini explained. “A one-month ramp-up was all we needed to get the chosen solution working and roll it out to all our customers.” Working on second level domains. CDNetworks has enabled them to be activated individually; for each activated domain, service cover has reached 300/400 customers at a time.

But that’s not all! The introduction of Dynamic Web Acceleration saw an immediate improvement in the performance of the whole MailUp infrastructure, allowing a rapid reassessment of the business challenges in strategic countries. “In the run-up to the Dynamic Web Acceleration implementation, we were already sure that we’d be able to get excellent results in Indonesia and Japan, and do much better in Western markets too”, explained Cappellini.

The results

The certainty of being able to offer the market an overhauled service - in terms of usability - which was decidedly more in line with what customers wanted, enabled MailUp to secure business deals with new companies, bringing  a sizable  increase in sales.

That satisfied the requirement to get the service up and running by the end of May, so that the benefits of the infrastructure improved performance could be exploited throughout June and July. “It didn’t take long for new business partnerships to appear,” continued Cappellini. “We’ve closed the gap between us and our competitors, focusing on Indonesia and Japan in double-quick time. That’s because we’ve seen a near-50% improvement in latency in cases in those areas.”

The performance improvement has allowed MailUp to push ahead with its international development plan, which also involves strengthening its presence in South American markets. All of this, plus the certainty of being able to offer new added value to customers in Europe and the United States, where there has been a noticeable reduction in reports of slowdowns and timeouts. In addition, thanks to the use of Dynamic Web Acceleration the number of servers exposed to the web can be reduced. The full volume of direct global traffic is no longer directed to on-premises machines, but is shared across the CDNetworks infrastructure through caching and CDN services with all the advantages that implies. “On the technical side,” Cappellini explained, “we now have an opportunity to turn off some of the infrastructure, producing savings on maintenance and the number of servers.” Following its first positive experience MaiUp S.p.A is now evaluating the implementation of a new service, the CDNetworks Cloud Security Web Application Firewall which satisfies security requirements for cloud infrastructures.

“During testing,” explained Cappellini, “we realised straightaway that thanks to the CDNetworks service, the latency problem was substantially reduced during the report preparation stage, the moment when direct consumer queries reach our databases… Another appreciable outcome,” Cappellini continues, “was to do with the geo-localisation of static content, which is now distributed by the customer’s nearest CDNetworks server without any need to go back to the Italian servers.”

In addition, thanks to the use of Dynamic Web Acceleration the number of servers exposed to the web can be reduced. The full volume of direct global traffic is no longer directed to on-premises machines, but is shared across the CDNetworks infrastructure through caching and CDN services with all the advantages that implies. “On the technical side,” Cappellini explained, “we now have an opportunity to turn off some of the infrastructure, producing savings on maintenance and the number of servers.”

Following its first positive experience MaiUp S.p.A is now evaluating the implementation of a new service, the CDNetworks Cloud Security Web Application Firewall which satisfies security requirements for cloud infrastructures.


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